BBDO topped the list with 1149 points this year and won by a margin of nearly 250 points above its nearest competitor. Ogilvy & Mather dropped to second, while McCann Worldgroup, DDB Worldwide and Leo Burnett rounded out the top 5 for the second year in a row. BBDO was also the most effective agency network in the Asia-Pacific, Europe and Latin American regions.
“The Effie Index is a measurement of work that works and therefore the value that our work brings to our clients,” said Chris Thomas, chairman and CEO of BBDO Asia, Middle East and Africa. “It’s also great news building on our success at the recent Asian Marketing Effectiveness and Strategy Festival. Our thanks and congratulations to all the clients and agency teams involved.”
Sancho BBDO from Bogota, Colombia moved up one spot to lead the global individual agency office rankings in 2014. Lowe Lintas Mumbai climbed to second, with Ogilvy & Mather Mumbai, Dubai-based FP7/DXB and Starcom MediaVest Group’s Chicago office rounding out the top five. The top 20 includes agencies from New Zealand, Hungary, Turkey, and Australia, among others.
“This comes on the back of being declared the Effie Agency of the Year in India just six months ago,” said Joseph George, CEO, Lowe Lintas India. “Conspicuous in the rankings also is that there are two Lowe offices among the top 10. This is an endorsement of the type of work we and our clients believe in, as a network,” he added.
Budapest-based ACG Advertising Agency was ranked the most effective Independent agency in 2014. Kinograf (Kiev, Ukraine) and Madre Buenos Aires tied for second, while New Zealand agency Barnes, Catmur & Friends and Banda Agency (Kiev, Ukraine), completed the top five. Last year, Barnes, Catmur & Friends became the first Kiwi agency to win the Australia/NZ independent agency of the year.
For the third year in a row, Unilever was named the global marketer of the year. Coca-Cola rose to second place, while Procter & Gamble slipped to third. While consumer packaged goods companies continued to dominate the top 20, they were joined by auto giants Ford and General Motors and mobile players Vodafone and Samsung.
Coca-Cola was once again picked as the most effective brand, followed by McDonald’s, which retained second spot. Mobile giant Vodafone climbed to third while Pepsi dropped a spot. Regional brands from APAC made their mark this year with NRMA Insurance and Hungry Jack’s making it to the top ten.
The 2014 Effie Effectiveness Index is derived from almost 3,000 finalists and winning entries to Effie Award competitions worldwide between June 14, 2013 and June 13, 2014. The Index is constructed by converting every Effie award and finalist into points: 12 for a Grand Effie, eight for Gold, six for Silver, four for Bronze and two for a finalist (with contributing agencies receiving half these points).